FOOD FOR T HE
WORLD OF TOMORROW Mukund Sanjeev, Nia Edwards, Jonathan Comeau, Tara Hedayat-Zadeh IDUS 704 - Applied theory in design Prof. Hari Nair
CONTENTS
SCOPE OF WORK OUR TEAM DEFINITION OF FOOD DESSERT SECONDARY RESEARCH PRIMARY RESEARCH FRAMING INSIGHTS EMERGING PRINCIPLES CONCEPT IDEATION GROUPING FRAMING FINAL CONCEPT CONCEPT FRAMEWORK TIMELINE BIBLIOGRAPHY
OUR TEAM
Jonathan Comeau
Mukund Sanjeev
Tara Hedayat-Zadeh
Nia Edwards
SCOPE OF WORK
With the growth of urban areas the phenomenon of food deserts has grown. Driven by many factors, including profitability, security, and accessibility, this has become a big issue, especially for low income households. By conducting an extensive contextual research based on applied ethnographic research, we explored local food deserts in Savannah, GA and plan to extrapolate our findings and solution(s) to the US at large and possibly other regions as well. We developed a framework by focusing on revitalizing the community and improving access to food through partnerships with corporations.
FOOD DESSERT
Definition: It means that one has to travel more than a mile to access fresh fruits, vegetables and healthy foods. We take access to fresh groceries for granted, but we all need it.
Source: http://plan4health.us/plan4health-coalitions/ chatham-county-ga-healthy-savannah-inc/
SECONDARY RESEARCH We researched and understood global food imbalances, trends in food access such as the dominating supermarket models, smaller market corner store models and emerging models like food delivery and saw changes in these trends over time especially in lower income areas.
STAKEHOLDERS MAP
PRIMARY RESEARCH Speaking to different people in the community and in local farms helped us determine where there are gaps in the system and how to solve the issue of the food desert in West Savannah.
To better understand why food deserts exist, the efforts being made to combat the problem, and the needs of the affected communities, we interviewed:
Community activists Chefs Farmers’ market vendors and organizers Non-profit Health-focused initiatives Residents of West Savannah Community Leaders Historians
Dr. Lillie J. Edwards Professor of African American History
“From the 1950s, you begin to see reduced accessibility to supermarkets as businesses left urban areas for the suburbs. Cities purposefully kept public transportation from accessing suburban areas. Highways were built to specifically break-up Black communities. Unless you have a car or access to public transportation, it’s hard to travel. You can no longer access resources easily just by walking.”
Brenda Johnson and neighborhood youth Supervisor, Clarence Blue Grant Center and resident of West Savannah
“Bottom line we need a grocery store. Our elected officials need to take care of those that elected them.” “This can be a beautiful close knit community. All we need to feel is some love and care.” “Organic food is expensive! We need a store that meets the needs of the community.”
Brenda Johnson
Edward Hall & Anne Apparu-Hall Community activist and organic chef, New York City
Bottom line we need a grocery store. Our elected officials need to take care of those that elected them.” “This can be a beautiful close knit community. All we need to feel is some love and care.” “Organic food is expensive! We need a store that meets the needs of the community.”
Erica Bruskin, Garden Manager and Program coordinator, West Broad Street YMCA
“It’s easy to get kids on board. Their world is new, they’re still exploring. It’s hard to get adults on board. If you grew up eating fried foods, it’s hard to change your ways.”
Erica Bruskin
Farmers’ Market Vendors Forsyth Park
“At the market, you can learn about the farms, you can talk to the farmers and find out what they’re all about.” “I try to go to markets where people pay premium for certain produce.” “You’ll notice that nothing on my signs say ‘hydroponic’ because people think it’s manufactured.” “The trend is for metro areas to get back to local food sources.”
Farmers’ Market
912 Farm Truck Forsyth Park Farmers’ Market Mobile Initiative Organizer : Cheyenne & Monique
“We order from farmer market vendors and local vendors. Right now we go to seven locations; our target is low income, low access areas. Access to the Forsyth Farmers’ Market is not easy for all because of public transportation and parking.
Ronald Williams President, West savannah community organization
Paula Kreissler Director of Healthy Living & Community Development, Healthy Savannah
“West Savannah is the biggest food desert in our area. It’s been mapped”
Ms. Dukes & friends Resident of West Savannah
“We are the forgotten section of Savannah.�
“
“It’s all about getting a nourishing meal to a child, because it affects the child’s mind.” “We are the forgotten section of Savannah.”
“We’ve been trying to get a grocery store out here since 2005.”
“At farmers’ markets, you can learn about the farms, you can talk to the farmers and find out what they’re all about.”
“In other communities, grocers have been incentivized to open a location.” “It’s easy to get kids on board. Their world is new, they’re still exploring.” “The 912 Food Truck orders from farmer market vendors and local vendors. Right now, we go to seven locations. Our target is low income, low access areas.”
“The trend is for metro areas to get back to local food sources.”
People matter
FRAMING INSIGHTS
OUR INSIGHTS COVERED AROUND 4 TOPICS
Accessibility Community Education Power and Race - Relationship with institutions
ACCESSIBILITY
Emerging Principle: • Solutions must be localized
We can’t get to food options • Logistics and access are a major issue for us. • We want access that doesn't depend on cars. • Road access/freeways play a major role in the placement of grocery stores. • We lack access to the basic food groups. • West Savannah doesn't have easy access to food.
We need fresh food
Solutions must be localized
• People are looking for affordable healthy food.
• We need a real grocery store with fresh produce and in
• We need food to be distributed to our area.
• closer proximity.
• We need access to healthy food.
• As a store, we want easy access for distribution.
• We want fresh food.
• We worry about the effect climate has on food accessibility.
• Getting food can't be dependent on a car. • I will sell my food in locations where I can get more money since it is my livelihood. • We are dissatisfied with our current options. • We use different means to get our food.
Supporting insights
EDUCATION
Emerging Principles: • Education needs to happen at the community level and also for the children and youth. • Community gardens and cooking classes are safe spaces and valuable educational tools.
Community level education • We as a community need to come together. • I learned about hydroponics at the farmers' market. • Possible to use old food in new ways.
Community Gardens • Community can learn around a community garden. • We think community gardens could help the problem.
Children and youth education • It is important to educate kids about eating healthy through gardens, etc. These are also a safer place for them. • We need to teach the youth about healthy living.
Cooking classes • Along with the help of others clubs, we need to educate the community or people about food seasons, etc. • Cooking class introduces me to new foods.
• When kids have a purpose, they shine. • Valuing fresh ingredients is connected to early exposure. • The community has lots of kids and they want to try new things.
• We think personal gardening is useful.
Supporting insights
POWER & RACE - RELATIONSHIP WITH INSTITUTIONS
Emerging Principles: • Food deserts are connected to systemic racism • Access to quality food is a litmus test for access to other services • Impacted communities feel abandoned by their institutions and surrounding communities • Institutions have responsibility
Systemic roots • We feel left behind by government. • Our community has been sabotaged. • We feel the entire system is against us.
Disappointment and distrust in Institutions
Responsibility of institutions
• Areas with white people get grocery stores & healthy restaurants.
• We think schools can help low-income families with food programs.
• I feel city government ignores the black community.
• We would not turn down help from SCAD.
• Different demographics have different buying considerations. • American food companies have power.
• We want transparency around how our food is grown. • Institutions need to bring out the beauty of a community.
Supporting insights
COMMUNITY
Emerging Principles: • There are perceptions from inside and outside the community that must be addressed to build trust. • Family, love and beauty exist here. • Rich history and significant hardships need to be respected and understood • Desire to cultivate a culture of community building
Perception • Because of a few people everyone in the community can't be termed as 'bad people.' We need to trust each other and work as a whole. • We feel forgotten by the rest of Savannah.
Hardship
Community as family • We need to raise the children of our community as one family and provide them with better examples. • Cooking is about family. • With the help of churches and working together, we can spread love and distribute food among the community.
Culture of community building • Every community needs a system of services - library, gym, garden, center. • We want good management, safety, and a culture of community building. • People need to use their talents for the good of the community.
• We've lived through harsh realities. • We have generations of history here, but today have little money and few opportunities.
Supporting insights
CONVENIENCE • We want ready-made food. • Time is a key aspect in eating healthy food. • We want a food truck that meets our needs. • We see non-traditional solutions as options. • I'd like a simplified supermarket model. • Hydroponic farming could be viable in empty lots. • We see many types of markets. • We see many roadblocks for traditional stores. • We need better storage for produce. • We don't think local markets meet our needs.
Supporting insights
ASSISTANCE PROGRAMS • Extensive programs like EBT, SNAP, etc. can promote buying healthy food. • We use EBT and SNAP. • Problems associated with food trucks.
Supporting insights
CONCEPT IDEATION
West savannah Farmers’ Market
New Grocery Store
Expanded 912 Truck
GROUPING Discovering relaLonships between insights and concept sketches
ConnecLng insights to the concept sketches
clustered groups of concepts and discovered relaLons between them
ALPHA
Concept brainstorm • Transportation/delivery system: •Mobile delivery: getting people to food, and food to people • Community-centered service and Education •Community Center is the hub •Cooking classes
Generate keywords Link concepts Rank concepts
BRAVO
Concept brainstorm • Different types of market • Creating awareness • Home businesses • Gardens • CSR • Government
CHARLIE
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Joint operation with Alpha and Bravo
FRAMING FINAL CONCEPTS
HOME MADE CHEF
THE GARDEN
HIT THE ROAD
THE HUB
THE FRAMEWORK
CONCEPT FRAMEWORK We developed a framework that addresses the key areas that will make an investment successful. The project plan identifies short term and long-term milestones. There are two areas that we focus on. Revitalizing the community and improving access to food through partnerships with corporations.
1
Partner with ride-sharing company
Kroger
2
1
Gardens
Transportation
Gardening Education
Grassroots development
Supplementary Markets
Food truck
Vending machine
3
Community Garden
Homemade Chef
Market
Farm to Table
Trader Joe’s
Restaurant
Hydroponic Garden
Corner Store
3
2
COMMUNITY THROUGH GARDENS
Revitalizing the community is a long-term plan that will improve the economic health of the area and bolster business investments. The community based action plan is rolled out alongside the corporate partnerships for food access.
1
Gardens
Gardening Education
Community Garden
2
Grassroots development
Homemade Chef
Corner Store
3
Farm to Table
Hydroponic Garden
Restaurant
1
GARDENS
Focuses on gardening, food education and creating a dynamic community garden
Gardening Education
Based on YMCA model
In the field experience
Experiencial Nutrition
Involve community members
Build on existing community garden
Lowe’s / Home depot -materials -gardening bed kits
SCAD Serve
Community Garden
Local nurseries donate plants and seeds
2
GRASSROOTS DEVELOPMENT
Supports grassroots development
Homemade Chef
Learning cooking
Understanding business
Through local partners like restaurants, colleges (Armstrong, Savannah Tech, Mercer), etc
Corner Store
Employment opportunities
Utilizing existing infrastructure
Produce from local sources & garden
Differentiate through Branding & Experience
3
FARM TO TABLE
Introduces restaurant and hydroponic farming
Restaurant
Home-based
Look of a home to fit in the community
Hydroponic farming
Advanced farming technique Partner with local farmers and schools for training
Local Chefs and other employment opportunities
Equipments
Provided by private and government sectors
Reach out to a bigger market
Taste of Savannah
Tax credit
TRANSIT
The parallel framework that runs along with the above solutions focuses on food accessibility through transportation.
1
Transportation
Kroger shuttle
Partner with ride-sharing company
2
Supplementary Markets
Food truck
Vending machine
3
Market
Trader Joe’s
1
KROGER SHUTTLE
Augments public transportation by collaborating with Kroger
7am-11am, 12:30 and 3:30, 4pm-7pm
$5 ROUND TRIP - CREDITED ON SHOPPING BILL
4 VEHICLES, 3 DRIVERS
MONDAY, WEDNESDAY , FRIDAY, SATURDAY
1
PARTNER WITH RIDE-SHARING COMPANY
Introduce a Kroger partnership with the rideshare company, Lyft
2
SUPPLEMENTARY MARKET
Expanding local food access
Re-design Food Truck
Aesthetically appealing
Schedule
Includes Murals
Alternate days
In the meantime
Quick Cook Meals
Snap / EBT
Vending Machine
Improved storage
Easy access and service
BUT WHY ALL THESE ?
West Savannah is unfortunately seen as a less than desirable place to conduct business. However with these two frameworks we can change this perception, eliminate a food desert, and create an investment opportunity.
3
MARKET
Affordable
Supports Local Farmers
Provides Employment
Attracts customers from different socioeconomic brackets
Healthy competition
Availability of Land
Introducing Trader Joe’s to West Savannah satisfies the underlying need for a local market and can be a smart economic driver for the region. It would become a shopping destination for people in towns including Hilton Head, Pooler, Hinesville, Yemassee, Beaufort, Statesboro, Jesup, and Brunswick. The advantages to placing the store in West Savannah are the availability of land, tax breaks, and a local workforce. There would be a coalition created that comprises of leaders from the community and the local alderman to implement this plan while SCAD’s place would be to provide the names of two to three developers whom the coalition could pitch to. This ensures that they get competitive pricing and should one developer fall through they have a backup. Investing in the other phases will help speed up the return on investment in addition to creating positive exposure for the investment firm.
TIMELINE
1
Partner with ride-sharing company
Kroger
2
Gardening Education
Food truck
Community Garden
Grassroots development
Supplementary Markets
Vending machine
3 1
Homemade Chef
Market
Farm to Table
Trader Joe’s
Restaurant
Hydroponic Garden
Corner Store
2
3 1 - 3months
3 - 6 months
2
1
Gardens
Transportation
6 - 12 months
3
1 - 3 years 3 - 5 years
1/2 - 2 years
3
2
1
BIBLIOGRAPHY
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